Practice Promotions LLC

PT Practice Website Tips

A Comprehensive Guide To Getting New Patient Evaluations Online

Before you do any amount of marketing for your clinic, you need to have a great website. Follow these PT-specific website tips to achieve maximum results:

There are 3 primary reasons your website needs to act as a cornerstone for everything you do in marketing. Whether that marketing is in print, online… even just word-of-mouth!

Below, I’ll cover each of those 3 reasons in detail plus show you the 9 basic features every PT practice website needs to be truly successful. In addition, I’ll give you our best tips & secrets for getting your practice website to rank higher on Google.

And I’ll even give you more tips. (After all, I called this a comprehensive guide, right?)

Let’s jump in!

PT Website checklist download

Free Website Tips Checklist

9 Features You Need To Convert Patients Online

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A Road Map To Online New Patient Success


  1. The 3 Reasons Your Website is Your Marketing Cornerstone
  2. What Website Features Matter for PT?
  3. Tips to Make Your Website Rank On Google (and do it faster!)
  4. 7 Great PT Website Samples
  5. What Should A Website Cost?
  6. Common PT Website Questions
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3 Reasons Your Website is Your Marketing Cornerstone

As I said, you need to have a great website before you do ANY other marketing.

Here are 3 reasons why:

1) It Costs More $$$ To Advertise A Bad Website

This is a harsh reality of digital marketing that many fail to realize.

The first reason it costs more to advertise an ineffective website is the same reason you don’t pour water into a bucket full of holes. Every visitor that comes from paid ads costs you money – oftentimes several dollars PER click!


If that visitor is confused by your page, doesn’t like how it looks, or it’s hard to use on their phone they’re just going to leave and not come back. People are impatient and judge books by their covers, it’s a scientific fact.

So, if your website doesn’t look good, work quickly, and have one obvious call to action then all those clicks you pay for are wasted money.


The second reason is more technical.

Advertising platforms like Google have what they call “Quality Scores.” Websites with above-average quality scores actually get discounted ad costs whereas below-average websites pay increased costs to get the same click.

It all comes down to website conversion. If your site isn’t convincing visitors to schedule with you now, just driving more people to it won’t solve the problem. Make sure your website is ready before paying hard-earned money on advertising.


2) People Will Look You Up No Matter Where They Hear About You

QUIZ: What do Newsletters, Facebook Ads, and your former patient Linda have in common?

ANSWER: The first thing people do when they first hear about you from those sources is Google your company to “make sure it’s legit.”


People are skeptical of ads now more than ever.

To win them over, you need to have an attractive website that visually matches your advertising AND appears at the top of Google. A good website will welcome them and turn them into a New Patient Lead.

But, a bad website will send them running. Money out the door.


3) A Well-Made Website Attracts People Organically (For Free)

If your website is made correctly, it will work to attract more attention organically on searches.

Google, Bing, and other search engines are most people’s go-to source for information. So, where you appear in the results will have a huge impact on the number of new patients that come in from your website – ones you don’t even pay for!

Combined with paid ads, a website built to attract visitors increases results on autopilot (more on that below).

What Website Features Matter for PT?

Your Website Has 2 Main Jobs:

  1. Help Prospects Discover You Online
  2. Turn As Many Prospects as Possible Into New Patient Leads

Just like an employee in your practice, your website needs a few tools to do its job well.

These 9 website tips & features are the exact tools we use with all of our clients to ensure high conversion rates and ultimately more new patients:

1) Lead Magnets

Lead magnets on your website, such as free ebooks, draw leads to connect with you. Not only do they add value to your website, but they also allow you to grow your prospect list. Lead magnets should be used not only on your website but should be tied in with your email and direct mail patient newsletters as well.

2) Search Engine Optimization

Your website is only a strong digital marketing tool if people can find it online. People may search for your practice’s name, such as [ABC Physical Therapy], or opt for a more general search, such as [physical therapy in Richmond VA]. With Search Engine Optimization (or SEO) your website can be at the top of Google results!

3) Online Bill Pay

Let’s face it, a clean, fresh website, enabled with Online Bill Pay, is critical for your Physical Therapy practice. Many potential clients will use your website as the only deciding factor to visit your practice. Convenient features such as simple, easy to use, Online Bill Pay feature has proven to increase patient satisfaction and improve collections.

9 out of 10 consumers want to pay healthcare bills online.

4) Positive Reviews & Testimonials

Over 90% of customers check out online reviews about your practice, before choosing to contact you. Building your online reputation by gathering reviews from your patients is critical for you to grow your practice. The more review sites you can be on, the more your SEO, online reputation, and trust in your services will improve.

5) Interactive Medical Library

Promoting your expertise in the PT industry with an interactive PT medical library enlightens prospective new patients on common conditions and injuries. Detailed diagrams can provide your visitors with information on common conditions and how physical therapy can help.

6) A PT Blog

Blog posts increase traffic to your website by attracting visitors who are searching for content about PT via Google and other search engines. Getting additional visitors improves your website’s SEO (search engine optimization), which causes your site to rank higher in the results and increases its visibility.

Including a blog gives you a 434% better chance of ranking on search engines.

7) Mobile-Friendly Design

Our websites use the most advanced mobile responsive technology so your website looks beautiful and loads fast on any device. This technology gets mobile visitors to stay on your site longer and improves your Google rankings.

8) Condition-Specific Pages

To get the most out of your website, you need detailed pages of common conditions you treat. These pages should include three to five paragraphs explaining the condition, causes, and how physical therapy can help. These content-rich pages not only provide valuable information to potential patients, but they also help you rank higher in Google.

9) Analytics & Reporting

Knowing how your website and online marketing is performing is key to achieving maximum ROI from your marketing dollars. Metrics and reporting dashboards can provide you with valuable information on where traffic and new patients are coming from.

Physical therapy website SEO tips

Quick Website Tips To Rank Better On Google

Getting Found Online

Getting on top of Google’s search results is one of the best ways to increase patient volume.

The problem? It can be hard, very technical, and take a long time…

And yes, to truly dominate Search Engines, you need to put time and effort towards it each & every month (or have an expert). The 3 absolute, most undeniable ways to top Google are:

  1. Post new blogs every month
  2. Have specific landing pages for each condition you treat
  3. Optimize your headlines & body copy for a variety of search terms


But, in addition to good SEO work, there are other things you can do that are much less technical & will help boost your visibility more quickly.

5 Easy Hacks To Put Your Website At The Top Of Google More Quickly:


1) Fill Out Google MyBusiness Thoroughly

You are a local business.

Google MyBusiness is a listing service specifically designed for people searching near your geographic location. Create your account here.

Be sure to post plenty of pictures of your clinic and plan to update them a few times per year. You’ll also want to include business hours, basic contact information, and list your clinic for as many categories as you can that are relevant.

Fill out long descriptions which include conditions you treat. Under services, include specific conditions like back pain, shoulder pain, physical therapy, and any specializations such as laser or aquatic therapy.

Every detail in Google MyBusiness could be another search result you appear in.


2) Add An F.A.Q. Section & Steal Google’s Questions (here’s how)

Google’s #1 goal is to answer people’s questions.

So, if you answer people’s questions Google will favor you.

Add a Frequently Asked Questions section to your home page or any other page you want to rank in a specific search. Then, add questions with the search terms in them and provide short, 50-word answers.

For the best ideas, search for terms you want the page to show up in, then find the PEOPLE ALSO ASK section:


3) Leverage YELP, Facebook, Bing, & Apple Maps (and about 100 others…)

In addition to your website, you need to think about how your practice appears on local business listings such as Yelp, Waze, Apple Maps, and many more business listings.

In this search, Yelp made up 2 of the top 5 results:

Improving your Yelp & other listing profiles can get you on the first page of Google faster than typical SEO work (which can take 6-12 months).

Note: There are 100’s of apps and websites similar to Yelp. Appear on as many as possible for best results or using a “Listing Distribution Tool” to manage all of them from one place. You can learn more about that here.


4) Constantly Request NEW Reviews (& always reply!)

Reviews, like bread, go stale.

77% of users don’t trust reviews older than three months.

What’s more, data shows Google reviews with replies are the 2nd or 3rd most important factor in local rankings! Your practice needs to generate reviews regularly, and reply to them personally.


5) Stop Focusing On Being #1 For “Physical Therapy” Searches (exclusively)

Yep. I said it. Nationally, as little as 20% of potential patients actually search for the term “physical therapy.” And if they do, it probably means they already know they need it.

Instead, you can reach a much bigger audience by ranking for terms such as:

  • back pain
  • knee pain
  • shoulder pain
  • sciatica pain tips…

These are the things most people search for because it’s how they feel!


Most people don’t know what PTs do, but if you attract people to your website based on what they feel, you can then explain how PT helps those things.

The best way to rank for these additional keywords is having condition-specific pages on your website, in your menus, and by blogging regularly about these topics.


See how we help PTs with Local SEO here

PT Website Example with blog

7 Great PT Website Examples

Peach Physiotherapy Web Mockup

Peach Physiotherapy

There’s plenty to love about this website, but what really stands out is how clear the Request Appointment button is and the use of what we call “success” imagery. Showing visitors the successful end result of therapy allows them to picture themselves there.


PT of Melissa Web Mockup

Physical Therapy Of Melissa

This PT’s website looks great & follows many best practices. The best part is the section immediately below the header titled “What’s Holding You Back?” It speaks directly to the visitor and the options below are simple: Back pain, shoulder pain, etc. Speaking in “every day” vernacular helps engage more visitors.


Recover PT Website Mockup

Recover Therapy

2 things stand out on this site: Extremely high contrast on the main button (bright blue against the black/dark menu, and the custom video tour of their clinic on the top of the homepage. Talk about literally welcoming visitors in!

This site truly feels like a window into the clinic.


Core PT Web Mockup

Core Physical Therapy

Combining a bold color scheme with inviting images, this site makes a memorable impact. The highest-performing website buttons are generally red/orange or green. Core uses that to their advantage here.


Breckenridge PT Web Mockup

Breckenridge PT

This clinic puts workshops right at the forefront which is a great way to boost signups if you leverage events as a marketing strategy. They also do a great job of connecting with their target audience using extreme sports images.


Washington PT Rehab Mockup

Washington PT & Rehab

If the bold, high-contrast green button doesn’t get you, this practice’s great use of custom images will! Stock photos can be okay but try to use real clinic photos as often as possible. Even iPhone photos are great these days!

They also do an awesome job of featuring patient testimonials throughout the site.


Bosh PT Example
Bosh Physical Therapy

Bosh PT absolutely nails it with their appointment form. The simple headline “Are You In Pain?” gets straight to the point and offers a real, helpful solution.

After all, what is your website for if not booking appointments?


For more, view our entire portfolio

Website Features Costs

What Should A Website Cost?(and other common questions)

So What Should You Pay For Your Website?

A physical therapy website costs a lot for most practices.

Latest averages for small business websites are between $2,000 and $10,000 – but it’s not uncommon to see quotes in the $50K range either. And, that’s just the upfront cost! After that, you still are left to train staff on it, market your website, and keep it up-to-date.

One way to greatly reduce the initial setup cost of a website is by choosing a monthly subscription service.

Instead of one large, upfront cash payment, you will be able to work the cost into your existing annual/monthly marketing budget. And, as long as the website comes with the right marketing tools, you should see a return on that budget every month.


What to look for in a Website Subscription:

  • Free Redesigns: It’s best to redesign your website every 2 years as technology changes. If you’re paying for a monthly subscription, why not find a company that includes keeping the design up to date at least that often?
  • Marketing Tools: Paying via subscription only makes sense if you get benefits every month. If your website subscription comes with tools such as email marketing, social media, blogging done for you (maybe even newsletters!), you will be saving time & money on these other items and attracting new patients to offset your marketing cost.
  • Monthly Reports: If you’re paying a website company every month, it makes sense that they should send you updates instead of you having to chase them every time. You want to have access to reports but look for a personal option as well.
  • Service & Support: Ask about the support you’ll get before committing. Make sure you get a certain level of personal support included and ask what types of services may require extra fees.
  • A Guarantee Every Month: Here’s the big one. You’ll find a lot of companies with “60-day guarantees” or similar, but all that really does is guarantee you’ll like how the website looks. If you truly want a Risk-Free option, find a company who’s guarantee resets every month you pay.


If you can get all that in one cost, it should be no problem to budget between $800 and $2500 per month on a subscription depending on your practice’s volume. Then, it only needs to generate a couple of extra patients per month to pay for itself and everything else is extra revenue!

Other Common Website Questions:

  • How Do I Know My Practice's Website Is Working?

    For PT Clinics, a website should be judged simply on how many appointments it books each month. Compare that to the number of visitors to the site & you’ll get a conversion rate. Ideally, your rate will be between 2% and 10%

  • How Often Should I Update My Website?

    As a general rule, 2 years is a good timeframe to account for new technology. But each case may be different. The important thing to ask is “Is my website still getting results?” If not, it’s time to update. Read more on when websites expire

  • Should My Site Use A Chatbot?

    We find chatbots to be a huge success on PT Websites. Many visitors have a lot of questions, and this can prompt them to ask at “low risk.” Check out more about chatbots here.

  • Do I really need a lot of condition-based pages? Do visitors read that?

    The odds of a website visitor reading through long pages about every condition you treat? … Not likely.

    The odds of potential patients searching Google for the condition that specifically relates to them, landing on a page dedicated to that issue, and learning to trust you because of that page?… Happens every day!

    Condition pages personalize your marketing for each local human that might need your help and ensure you get discovered in as many searches as possible. Then, they take visitors from totally unaware of PT to trusting your expertise.

    Short answer: Yes. Because the general public still doesn’t fully understand how PT might help them outside of maybe surgery, you need to make personal connections with them & their unique problems. Anyone who tells you “you don’t need all that” lacks an understanding of how content marketing works.

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